Project Approach as a Tool for Improving Marketing Management Efficiency

Abstract

This article examines the potential for applying a project-based approach within a company’s marketing management system. The topic’s relevance stems from the growing dynamism of the market environment, the digitalization of business, and the need to enhance the flexibility of marketing decisions. The traditional functional approach to organizing marketing is often insufficient for implementing complex initiatives that require cross-functional collaboration, adherence to deadlines, and resource control. The aim of the study is to develop a conceptual model of project-oriented marketing management and to justify its impact on improving marketing performance. The research employs methods of systems analysis, comparative analysis, structural modelling, and case study analysis. The author proposes a Project-Oriented Marketing Management (POMM) model, which includes operational, project, and portfolio levels of marketing management. A five-stage mechanism for implementing the model within a company has also been developed. UDC: 005.8:339.138; JEL: M10, M15, M31, O32